This position can be based in either Napa, CA or Modesto, CA (headquarters).
Responsible for driving the acquisition of new customers and business into the Luxury Direct to Consumer (DTC) market through existing channels, innovative ideas and new business models. Oversee the management of all aspects of DTC Marketing, Business Development and cross-functional strategic projects in strong collaboration with direct report(s), National Brand and DTC Teams (Experience, Experience Marketing and Member Services) for all Luxury Business Unit tasting room properties in order to drive growth across all direct channels (Tasting Room, Wine Club, and eCommerce) and develop loyalty and advocacy with consumers.
What You Will Do:
Spearheads the creation of comprehensive DTC annual marketing strategies and plans in partnership with leadership and direct report(s), with input and collaboration from DTC Experience, Member Services, Brand Marketing and the E-commerce BU.
Directly accountable for the following tasting room KPIs against annual plans:
Visitation to tasting room properties
Email database growth
Online wine club signups
Event ticket sales
Manages DTC A&P budget for assigned brands, evaluating performance of spend and making recommendations to Leadership on investment needs to meet KPIs listed above.
Partners with Brand, DTC, and creative partners to maintain knowledge of DTC customer journey and develop marketing tactics to grow acquisition of new consumers and drive down customer acquisition cost.
Serves as the subject matter expert to articulate the needs of the DTC team and gain alignment with cross-functional partners to execute against plan.
Develops communication plans to inform DTC and extended teams on new strategies.
Works with DTC and Brand leadership teams to provide input/guidance on DTC-specific product portfolio strategy.
Maintains strong understanding of luxury brands to influence marketing activities.
Monitors competitor DTC wineries and industry trends.
Develops individual and cross tasting room marketing strategies and tactics to meet overall visitation goals to our tasting room properties (volume of visitors/efficiency of spend).
Works with Brand Marketing and Partnership teams to find key partners to help drive shared visitors and audiences to grow consumer base.
Develops strategies to attract high net worth, luxury consumers to properties and to VIP Client Services.
Directs analytical analysis towards potential issues across the business and helps to prioritize problems with leadership based on what will drive greatest impact.
Works with Experience, Member Services, Finance and Brand Marketing teams to create unique experiences and partnerships that would help to meet above goals.
Collaborates with direct report(s) and Agile team to execute marketing plans.
Works with internal partners and/or outside agencies directly (depending on relationship) on media performance against contractual objectives.
Develops strategies and implements tactics, along side the CRM team to grow the addressable audience (email database).
Partners with Portfolio Consultant leadership to help develop strategies, build relationships with DTC and develop system requirements for technology improvements alongside IT and the E-commerce BU.
E-COMMERCE & EVENTS REVENUE
Coordinates with internal teams and provides support to all online marketing strategies. Prioritizes projects and recommends ways to increase traffic to website with incorporation of best tactics to convert and maximize revenue.
Responsible for developing and updating E-commerce forecast for all tasting room properties.
Oversees development and updating of owned marketing content calendars to meet E-commerce revenue, event ticket sales and wine club signup goals.
Works with direct report(s) and Agile team to execute marketing calendar to meet revenue goals.
Partners with E-commerce BU and Analytics team on all ecommerce site transactions and recommends improvements to enhance customer experience. Assists all external partners and provides support to all associate activities as well as monitors and helps to resolve all site issues.
Partners with CRM team to apply innovative marketing strategies such as email templates, A/B tests, systems, events, etc. to attract and retain new and existing consumers.
Provides feedback/suggestions to E-commerce BU against online experience of customer and recommends improvements to assess effectiveness of all key metrics.
Owns the tasting room portion of E-commerce BU led weekly review meeting inclusive of designing, preparing and sharing reports for all KPIs and achieve all growth objectives and callout insights.
ONLINE WINE CLUB SIGNUPS
Partners with Director, Member Services, E-commerce BU and analytics and insights teams to develops predictive models to help grow online wine club signup.
Incorporate messaging into content calendars to drive wine club signups.
Works closely with Member Services teams on marketing any new/updated wine club benefits.
STRATEGIC PROJECT LEADER
Identifies key strategic projects that will drive highest value against conversion metrics.
Enlists teams from tasting room, Member Services, E-commerce BU, Agile team, to execute project within timelines
See more qualification requirements on our Gallo Careers Page!